“Drink Up” Initiative

Best Marketing Campaign

It’s always exciting when government and industry are able to pull together for a good cause and this one is hard to argue with: a charismatic First Lady, a product category that continues to grow, and a simple, non-critical message made for an exceptionally crisp campaign. While it’s not going to win much favor from some corners of the industry, the fact that there’s a message geared toward consumption rather than reduction, and one that elevated the profile of so many entrepreneurial companies, should be considered a big win all the way around. Congratulations to the “Drink Up” Initiative, the winner of BevNET’s Best Marketing Campaign of 2013.